How to Market Your Local Business: Lessons from a Real Conversation with Novi Leon from 201 LoftHaus

If you’re a side-hustling entrepreneur trying to get the word out about your local business, this one’s for you. I recently sat down with my friend Novi—founder of 201LoftHaus, a stunning content space here in Houston—and let me tell you, she dropped nothing but gems.

In this post, we’re pulling back the curtain on her journey and unpacking the real strategies that helped her go from idea to fully booked content studio. Whether you're running a salon, a photo studio, a bakery, or any kind of brick-and-mortar business, you'll walk away with actionable tips to get more visibility and clients in your city.

From Idea to Impact: How 201LoftHaus Got Started

Like many great ideas, 201LoftHaus was born out of necessity. Back in the pandemic, Novi was helping her cousin build an online fitness brand and needed a cozy, lifestyle-style space to shoot content. But Houston’s options were limited—mostly plain studios with white walls, no “home” feel.

At the same time, Novi and her husband were looking to invest in real estate. The vision hit: what if they created a home-style content space that solved this exact problem for creators?

201LoftHaus—a photo-ready, natural-light-filled content studio with curated sets like kitchens, offices, living rooms, and even a garage. Not just a studio, but a vibe.

The Local Visibility Struggle is Real

Here’s the thing about local business marketing: what works online doesn’t always work locally. You don’t need 10K followers across the country—you need 100 people in your zip code to know your name.

Novi shared that in the beginning, she did all the things: Instagram, trial-and-error ads, DM outreach, networking events. She started from scratch and reached out to local photographers and creators one by one, offering them a free trial of the space in exchange for feedback and content.

The result? Those creators posted, tagged her, and brought their friends. It created a ripple effect. Her first bookings came from referrals, and word-of-mouth remains one of her top lead sources to this day.

Key Local Marketing Strategies That Worked

1. Social Media (with a twist)

   • Instead of trying to go viral, Novi focused on showing the value of the space.

   • She recorded behind-the-scenes clips of creators using different sets.

   • She reposted user-generated content with credit—highlighting how others use the space.

2. Strategic Local Ads

   • I actually found 201LoftHaus through a local Instagram ad inviting users to book a tour. That one ad turned me into a loyal customer who’s now brought multiple clients back to shoot.

3. In-Person Networking & Community Groups

   • Novi joined women-owned business communities, participated in Nextdoor groups, and became a familiar face in her 5-mile radius.

   • Her goal? Be the “big fish in a small pond.”

4. Partnerships & Cross-Collabs

   • She teamed up with photographers, makeup artists, and other service providers who recommended her space to their clients.

   • Our own holiday content collab is a perfect example of how two local businesses can combine audiences and offer more value.

5. Creating Lead Magnets for Locals

   • Forget PDFs. Novi uses free tours, lighting guides, and open house events as her “lead magnets.”

   • It builds trust and keeps her audience warm, even if they’re not ready to book yet.

   
   

What Kind of Content Should Local Businesses Create?

It’s not about trends—it’s about clarity.

People don’t need viral videos. They need content that answers: What is this? Who is it for? How does it help me?

Here’s what works:

• Behind-the-scenes footage

• Real client transformations or use cases

• Visuals showing your product/service in action

• Reposts from happy customers (UGC)

• Personality-infused clips that show your vibe

Bonus: Novi’s best-performing content? Simple BTS videos of creators in the space with helpful captions like “Shot this in our afternoon natural light set.”

Final Thoughts: Community Over Clout

One of the most powerful takeaways from our conversation was this: local business success is about community. Not clout. Not virality.

The moment you shift from chasing followers to cultivating relationships in your neighborhood—your business starts to feel lighter, more aligned, and way more profitable.

So whether you’re just starting out or trying to pivot your current approach, remember:

• Show up consistently

• Build genuine connections

• Offer value before asking for the sale

And if you’re in Houston looking for a content space that feels like home and photographs like a dream—book a tour at 201LoftHaus. Trust me, you’ll thank yourself later.

Want More Local Marketing Gems?

Subscribe to The Side-HustlHER Podcast or grab a free social media audit at cdcreativecoagency.com/audit to optimize your profile and start showing up where your clients are already looking.

Until next time—keep hustling, sis. You got this.